Customer Experience Management in Business: A Tale of Two Stores

This article discusses two different experiences of customer service in two different stores. The first store, Sacca's Fine Foods, had poor quality products and ineffective customer service. The second store, Fresh Express, had reasonable prices, top-notch quality, and effective customer service. The article highlights the importance of customer experience management in business and how it can make or break a business.

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A week before, I went to Sacca’s Fine Foods to purchase fruits. As I was new in the
town, this store was not very well known to me and it was my first visit in this store. The
price of each and every commodity in this store is much higher compared to other stores in
the locality, yet I didn’t hesitate to buy as I thought maybe the price is higher due to a greater
quality. To my surprise, later when I consumed some of them I found out that some of the
fruits were rotten and some had insects inside them. One could imagine my anger at that
moment, so, like any other consumer I called their customer care helpline.
After waiting for several minutes a lady finally picked up my call in a very disturbing
tone and said there is no way in which she can help me in this matter. So it goes without
saying that not only the quality of the products of this store is bad but the behaviour of the
customer care executives is also heinous and the helpline is useless. As a consumer it is my
right to lodge a complaint if I’m unsatisfied with a product and it is the duty of the helpline to
make sure that the grievances of the customers are managed but the company lacks consumer
management (Henning-Thurau & Hansen, 2013). As stated by Hill and Brierley (2013), the
helpline is the key to create a bond with the consumers so that it creates an advertisement
within the buyers, but I think that the store fails to understand that and should seriously
consider improving the helpline.
On the contrary, there is another experience which has satisfied me completely as a
consumer. I’ve visited another fruits and vegetables store called ‘Fresh Express’ recently.
I’ve brought apples and strawberries to make dessert for my house party and I must say that
the price was quite reasonable and the quality was top notch. They even called me two days
after my purchase to know if I was satisfied with their service and products and the person
who called was extremely polite and I must say I’m quite impressed and I will definitely
recommend all my friends to check out this store. They have a huge range of fruits and they
give special discounts on seasonal fruits. They even have an attractive webpage where they

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take online orders and deliver them on the same day. I can’t wait to try out all of their
products one by one. As suggested by studies the concept of CEM, one might agree that
taking feedback from the customers helps the organisation to understand the requirement of
the present market (Saeidi et al., 2015). This in turn helps them to improve their services and
gives a better understanding about the market value and development strategies improve and
grow their business (Orel & Kara, 2014); (Rego et al., 2013).
Proto-persona for organization with poor CEM
Facts
 Most of the fruits purchased was
found to be either rotten or infested
with insects
 Had to wait for a long time to get my
phone answered.
 The executive who answered the
customer service helpline was rude
and ineffective.
 The management didn’t take out any
time in follow-ups
Pain Points
 The quality of the fruits sold at the
store is highly pitiable
 The price of the commodities are
higher than that of its competitors
and local stores
 The customer service helpline
provided by the store is very futile.
Needs
 The store owner/management needs
to focus on the quality of commodities
sold in the store.
 The management needs to reduce the
price of the commodities sold.
 The consumer service helpline needs
Goals
 To prevent high consumer abrasion
(Yu et al., 2013).
 To increase their revenue and further
grow the business

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to be effective
Proto-persona for organization with positive CEM
Facts
 The quality of the fruits was
satisfactory.
 The consumer executive was
extremely polite and effective.
 They maintained effective follow-
up
Pain Points
 The quality of the fruits was great.
 The price of the consumables are
reasonable
 The Consumer service helpline
controlled by the store is extremely
satisfying.
Needs
 The store needs to continue its
CEM plans and policies.
Goals
 Boost up the consumer base and
market requirements.
 Heighten the revenue of the store.

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References:
Hennig-Thurau, T., & Hansen, U. (Eds.). (2013). Relationship marketing: Gaining
competitive advantage through customer satisfaction and customer retention.
Springer Science & Business Media.
Hill, N., & Brierley, J. (2017). How to measure customer satisfaction. Routledge.pp.113-117
Orel, F. D., & Kara, A. (2014). Supermarket self-checkout service quality, customer
satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of
Retailing and Consumer Services, 21(2), 118-129.
Rego, L. L., Morgan, N. A., & Fornell, C. (2013). Reexamining the market share–customer
satisfaction relationship. Journal of Marketing, 77(5), 1-20.
Saeidi, S. P., Sofian, S., Saeidi, P., Saeidi, S. P., & Saaeidi, S. A. (2015). How does corporate
social responsibility contribute to firm financial performance? The mediating role of
competitive advantage, reputation, and customer satisfaction. Journal of business
research, 68(2), 341-350.
Yu, W., Jacobs, M. A., Salisbury, W. D., & Enns, H. (2013). The effects of supply chain
integration on customer satisfaction and financial performance: An organizational
learning perspective. International Journal of Production Economics, 146(1), 346-
358.